Amazon rebrands ad platform to Amazon Advertising

By September 5, 2018 October 7th, 2018 No Comments

When it comes to advertising, particularly in eCommerce, Amazon is spending a ton of energy and effort by creating a holistic, scalable platform.

Historically, that meant Amazon Media Group (AMG), Amazon Marketing Services (AMS) and Amazon Advertising Platform (AAP). However, with recent news on the Amazon blog, these services (as we know them) will be retired.

New Amazon slogan: source

Amazon is grouping all ad products under a holistic umbrella, Amazon Advertising.

Other notable changes on the platform:

  • Headline Search Ads are now Sponsored Brands.
  • Amazon Advertising Platform is now called Amazon DSP.
  • Amazon Marketing Services console is now called the advertising console.
  • You’ll login through instead of the AMS website to manage campaigns.

Of course, like all major roll-outs – you’ll probably experience some changes right away and some over time. Either way, the changes are here are we’re excited!

The fact that Amazon is doing this right now signals massive maturation of the platform and bolsters another level of confidence from paid media buyers. We definitely will continue to see Amazon grow as a serious advertising power player moving forward.

Email from Amazon about the branding news.

Amazon is taking this bold step to seriously compete with the likes of Google and Facebook. Just a few months ago, Google went through a massive rebrand as well in an effort to simplify the advertising process. This is awesome news for brands & manufacturers.

Are you as excited as we are?

If you’re interested in learning more or want to chat about Amazon Advertising, reach out. We’re positioned to help you with our custom Amazon Growth Program and more specifically, our Amazon ad experts are ready to help you fully maximize your Amazon Advertising campaigns.

We live & breathe Amazon. We can help you maximize your potential.


Michael Morgan

Michael Morgan

founder, clickmattic

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